Seems like they’re hoping to gain access to new target demographics through marketing gimmicks. They mentioned gamification, which is just weird and a disturbing for a tool made to kill.
That seems like it goes beyond weird/disturbing, and a decent case could be made for actually evil.
I am pro-gun, with the understanding that education is necessary, and this seems like it not only isn't education, but if anything is the opposite -- pushing for people to be even more irresponsible and dangerous.
Being able to replay a video of a shot so you can see where you hit something and have a realistic idea of how far it went would be useful to a lot of hunters. Additionally, sharing what you did with your buddies is a big part of a lot of recreational activities these days, particularly with younger people so they're naturally providing a mechanism for that. The guy who owns the dirt bike has go-pro footage of that sick jump he made. This sounds like it's like that but for your gun.
My fault for the bad reading comprehension, thanks for the fix!
They are already in that market, and the MP-155 shotgun (of which the new Ultima is a variant) is apparently one of their popular products in that market. But they've explicitly pointed to video game inspiration in its design, so I think the “game” in “semi-game” is a reference to that (though I think this is still in the hunting market, their are just trying to make it more videogame-like and social-media-friendly, to attract a less traditional market.)
Since it's a variant of a popular sport hunting shotgun, I think the reference is to gamifying hunting (or maybe target shooting). I don't think “airsoft, but with a smart shotgun” is a game likely to be a viable market outside dystopian fiction.
(Though if this does reach the market in significant numbers, I can't imagine it avoiding being very publicly used in shocking ways specifically enabled by its electronic integration.)